Sales and Site Survey

1
Sales and Site Survey

• Winter 2004

Client Release Date -April, 2004
2
Survey Goals

• Profile Fredericksburg.com visitors
• Describe visitors Internet and media use habits
• Assess the impact of Fredericksburg.com on
  newspaper readership circulation
• Identify visitors content preferences and future
  purchasing plans
• Examine special issues National Competition

3
Methodology

• We invited visitors to
  Fredericksburg.com to participate in an online
  survey.
• The survey went live on February 24, 2004 and
  closed March, 2004
• Data from 1,852 site visitor interviews in this
  report.

4
Rave Reviews from Visitors!

• It is set as my homepage...I see it every time I
  log on to the Internet. That way, I don't miss
  any local news!
• Best and most up to date info while working in DC
• My whole family can use it for anything from
  checking the weather to getting information for a
  school report. Thanks for a job well done!!
• FredTalk is easily my favorite feature on this
  website.
• It's all about my area. And I can go right to
  what ever I WISH TO read.
• It has everything I want, need,and enjoy in a
  site.

5
Summary

• Great Audience
• Extended Reach
• High Frequency
• Local Opportunity

6
Traffic Estimates
7
March 2004 Audience Reach 52,800

• Local Area Population 185,000
• In-Market (NDM) Audience 41,400
• In-Market (NDM) Reach 22
• In-Market (NDM) Web-Unique 11,300

8
Core Audience EstimateMarch 2004
Reach
19,550 March Core Audience Visitors

• Fredericksburg.com is continuing to grow with 4
  of respondents first visiting in the last 30 days.

33,250
19,550
Incidental 3 or fewer visits in month Core 4
or more visits
Fredericksburg
9
DEMOGRAPHICS
10
Respondent Demographics
Highlights

• Fredericksburg.com attracts a highly desirable
  audience mix

11
Overall, Fredericksburg.com draws more women than
men.
Demographics
In-NDM proportions are 32/68 men and women.
Sample Base N 1,852
12
Most Fredericksburg.com visitors are 25-44 years
of age.
Demographics
Median Age (Total) 39 Years Median Age (In-NDM)
38 Years Median Age (Ex-Fredericksburg) 41 Years
Sample Base N 1,852
Fredericksburg
13
Most Fredericksburg.com visitors are non-Hispanic
whites.
Demographics
Sample Base N 1,852
Fredericksburg
14
Fredericksburg.com visitors have high incomes.
Demographics
Median Income 69,300 In-Market
70,600 Out-of-Market ZIPs 65,000 U.S. 2000
Median 42,150
Sample Base N 1,852
Fredericksburg
15
Fredericksburg.com visitors have high levels of
education.
Demographics
Sample Base N 1,852
Fredericksburg
16
Fredericksburg.com visitors are in white collar
professions.
Demographics
Sample Base N 1,852
Fredericksburg
17
Most site visitors are married/partnered.
Demographics
Sample Base N 1,852
Fredericksburg
18
Most site visitors are home owners.
Demographics
Sample Base N 1,852
Fredericksburg
19
Most site visitors live in the Fredericksburg
area.
Reach

• There is wide variation in the proportions of
  out-of-market visitors among sites.

For Fredericksburg.com, 80 report being
permanent full-time Fredericksburg area
residents.
Sample Base N 1,852
Fredericksburg
20
Most visitors have direct relations with the
local area.
Reach
Former Resident, and Other and were the next
largest groupings behind Permanent Resident.
Sample Base N 1,852
Fredericksburg
21
Usage Motives
22
Daily Drivers
Daily Drivers Top Items
When asked, Why did you visit Fred.com today?
visitors most often site News reasons. FredTalk
tops content reasons for those under 45 and Obits
for those over 45. Real Estate is the top
classified vertical cited by all age groups.
Interest in classifieds declines with age
groups.
23
Local News, Breaking News, and Weather Have Most
Appeal. 1 of 3
General Drivers Top Items
Percent Very Interested
Fredericksburg
Sample Base N 1,852
24
News Content Impact
All tested items have value to at least some site
visitors. 2 of 3
Percent Very Interested
Fredericksburg
Sample Base N 1,852
25
News Content Impact
All tested items have value to at least some site
visitors. 3 of 3
Percent Very Interested
Fredericksburg
Sample Base N 1,852
26
Visitors show interest in a wide variety of local
advertising. 1of 2
Ad Content Impact
All items refer to Local Ads
Percent Very Interested
Fredericksburg
Sample Base N 1,852
27
Visitors show interest in a wide variety of local
advertising. 2 of 2
Ad Content Impact
All items referto Local Ads
Percent Very Interested
Fredericksburg
Sample Base N 1,852
28
PURCHASE INTENTIONS
29
Travel still tops the list of tested high-cost
items.
Purchase Intentions Major Items
Percent who will shop in next 6 months.
Fredericksburg
Sample Base N 1,852
30
Groceries and clothing lead, but music and
medicine are big too. 1 of 2
Purchase Intentions Special Interest Items
Percent who will shop in next 6 months.
Fredericksburg
Sample Base N 1,852
31
Interest in consumer categories extends over many
types. 2 of 2
Purchase Intentions Special Interest Items
Percent who will shop in next 6 months.
Fredericksburg
Sample Base N 1,852
32
LOCAL SHOPPING
33
Local visitors are local shoppers.
Local Lifestyles
Last Shopped or Used
Sample BaseRespondents who self-report living
in the Fredericksburg Area N1,485
34
Shopping Centers 98 shopped at least at one.
Lifestyles
Last 30 days
Sample BaseRespondents who self-report living
in the Fredericksburg Area N1,485
35
Department and Discount 97 shopped at least at
one.
Lifestyles
Last 30 days
Sample BaseRespondents who self-report living
in the Fredericksburg Area N1,485
36
Grocery Stores 97 used at least one.
Lifestyles
Last 7 days
Sample BaseRespondents who self-report living
in the Fredericksburg Area N1,485
37
Drug Stores/Departments 89 shopped at least at
one.
Lifestyles
Last 30 days
Sample BaseRespondents who self-report living
in the Fredericksburg Area N1,485
38
Electronics/Entertainment 84 shopped at least
at one.
Lifestyles
Last 30 days
Sample BaseRespondents who self-report living
in the Fredericksburg Area N1,485
39
Cell Service Providers 85 used at least one.
Lifestyles
Last 6 months
Sample BaseRespondents who self-report living
in the Fredericksburg Area N1,485
40
Sporting Goods Stores 40 used at least one.
Lifestyles
Last 30 days
Sample BaseRespondents who self-report living
in the Fredericksburg Area N1,485
41
Banks 67 used at least one.
Lifestyles
Last 6 months
Sample BaseRespondents who self-report living
in the Fredericksburg Area N1,485
42
Automotive 22 of local visitors will shop for a
vehicle next 6 mos.
Vehicles
Next 6 months
Sample BaseRespondents who self-report living
in the Fredericksburg Area N1,485
43
Auto Fredericksburg.com and other Internet are
important sources.
Vehicles
Next 6 months
Sample Base Those who self-report living in the
Greater Fredericksburg area and plan to buy a
vehicle in the next 6 month N321
44
Auto Dealers to be shopped --
Vehicles
Next 6 months
Sample Base Those who self-report living in the
Greater Fredericksburg area and plan to buy a
vehicle in the next 6 month N321
45
One in four all visitors will buy, sell or rent
real estate.
Real Estate
Next 6 months
Sample Base All Respondents N 1,852
46
Fred.com FL-S print will be important R/E
information sources.
Real Estate
Sample BaseRespondents who will buy, sell or
rent real estate in the Greater Fredericksburg
area in the next 6 mo. N455
47
Real Estate Agencies to be used
Real Estate
Next 6 months
Sample BaseRespondents who will buy, sell or
rent real estate in the Greater Fredericksburg
area in the next 6 mo. N 455
48
Media Use
49
Ch. 4 is 1 local news favorite with In-market
Visitors.
Media Use
Favorite local TV station for local or regional
news
Sample Base Local Zips Only 1,452
50
In-market visitors listen to a wide variety of
radio stations.
Media Use
Radio stations listened to regularly
Sample Base Local ZIPs Only 1,452
51
SITE USE
52
Fredericksburg.com has visitors from both home
and office weekdays.
Internet Use
61 of all site visitors report accessing the
site from 2 or more computers over a 30-day
period.
Sample Base 30 Days since first visit N 1,653
53
Visitors use the Internet and Fredericksburg.com
very often.
Internet Use
Average Days Visited in Past Seven Days
Sample Base N 1,852
Fredericksburg
54
54 of users visited 5 days in the past week.
Site Use
Days used Fredericksburg.com in past 7 days
Average 4.3
Sample Base N 1,852
Fredericksburg
55
Fredericksburg.com is a part of daily life for
visitors!
Site Use

• 85 prefer Fredericksburg.com for online
  information
  about the Fredericksburg area and 62 check for
  breaking news online.
• 77 started out their visits on
  Fredericksburg.com homepage.
• 46 of 30 day visitors have Fred.com bookmarked
  on their computer, and 12 have it as their
  browser homepage!
• Regular users visit the site an overall average
  of 2.2 times on weekdays visiting.
• 24 found from the print edition and 19 from a
  search engine and 16 by word of mouth.

56
Half of site visitors have high-speed home access.
Internet Use
Sample Base N 1,852
Fredericksburg
57
Most visitors are satisfied with
Fredericksburg.com.
Site Use
Satisfaction with Fredericksburg.com
Sample Base 1,653 Began accessing site more than
30 days ago
58
Competitive Set
Media Use
Percent used 1-7 days in past seven days
Sample Base N 1,852
Fredericksburg
59
Sites Used for Entertainment Information
Media Use
Sample Base N 1,852
60
Sites Used for Sports Information
Media Use
Sample Base N 1,852
61
Sites Used to Buy or Sell Personal Goods
Media Use
Sample Base N 1,852
62
Sites Used for Jobs and Career information
Media Use
Sample Base N 1,852
63
Sites Used for Automotive Information
Media Use
Sample Base N 1,852
64
Three-quarter of users have visited the online
classifieds section.
Classifieds
Sample Base N 1,852
Fredericksburg
65
Fredericksburg.com classifieds usage Active and
Recent.
Classifieds
Sample Base Classified users N 1,386
66
Satisfaction varies among classifieds verticals.
Classifieds
Satisfaction with Classifieds Verticals
Percentages are for combined Completely and
Mostly Satisfied Reporting base, Visited
Classifieds N1,386
67
The Online Audience Print
68
Growing visitors include old-timers and
newcomers.
Site Use
Fredericksburg.com is still growing, with 4 of
daily users visiting for the first time within
the past month.
Sample Base N 1,852
Fredericksburg
69
Fred.com is reaching beyond local Free Lance-Star
print readership.
Reach

• 25 of local respondents had read
  The Washington Post
• 5 had read the Richmond Times-Dispatch
• 2 had read The Potomac News

Sample Base NDM ZIPs N 1,452
70
Fred.com reaches beyond The Free Lance-Star
subscriber base.
Reach
Sample Base NDM ZIPs N 1,452
71
Fred.com users include many single-copy buyers
borrowers.
Effects of Site
Source of last copy
Sample Base NDM ZIPs N 1,452
72
Fredericksburg.com use no negative impact on
subscriptions.
Effects of Site
since you started visiting this site.
In-Market, the proportions are 8 starts vs. 8
stops.
Percent based on those who have been visiting
site more than one month N 1.653
73
Site use also has a slight impact on delivery
frequency.
Effects of Site
since you started visiting this site.
In-Market, the proportions are 2 increase vs. 7
decrease.
Percent based on those who have been visiting
site more than one month N1,653
74
Site use has a little effect on single-copy
purchases.
Effects of Site
since you started visiting this site.
In-Market, the proportions are 10 buy more vs.
12 buy less.
Percent based on those who have been visiting
site more than one month N1,653
75
Some visitors are reading print editions less
often.
Effects of Site
since you started visiting this site.
In-Market, the proportions are 10 read more vs.
22 read less.
Percent based on those who have been visiting
site more than one month N1,653
76
Fredericksburg.com is reaching many who have
never subscribed.
Reach

• In-Market
• 51 Current Subscribers
• 28 Past Subscribers
• 22 Never Subscribed

Sample Base N 1,434
77
In-market users who have cancelled report many
reasons.
Effects of Site
Former Subscribers to Free Lance-Star and Live
in NDM ZIP. N 401
78
Site use is usually unlikely to lead to
subscription cancellation.
Effects of Site
There are XXX (47) personal subscribers among
the XX in-NDM visitors.
(x00 Visitors)
(x Visitors)
In-Market Current subscribers 683
79
Site use is somewhat more likely to lead to
subscription starts.
Effects of Site
There are XXX (XX) non-subscribers among the XX
in-NDM visitors.
(y Visitors)
(yy Visitors)
Non- subscribers in Local ZIPS N 719
80
On balance, more visitors report being likely to
start subs than stop.
Effects of Sites
81
Special Section
82
Most visitors have e-commerce
experience.
Notes on E-commerce

• 86 have made online purchases in the last six
  months.
• They spent an average of 428 online in the past
  6 months.

Sample Base N 1,852
Fredericksburg
83
One in three users spent 500 or more online in
last six months.
Classifieds
Sample Base N 1,852
Fredericksburg
84
Summary

• Great Audience
• Extended Reach
• High Frequency
• Local Opportunity

85
Where will we go next?
The Future
Its up to you.
86
Belden Visitor Estimate Sales Survey
Thank You

• Got questions?
• For answers, contact
• Sammy Papert Greg Harmon
• 214-640-3103 415-566-4348
• samiii_at_beldenassociates.com
  gharmon_at_beldenassociates.com